J. Covington has (interior) designs on growth of business

PORTSMOUTH — A year and a half ago, J. Covington moved from its Congress Street location to the corner of High and Deer streets.

Toby Hatchett

PORTSMOUTH — A year and a half ago, J. Covington moved from its Congress Street location to the corner of High and Deer streets.

Despite tough economic times and some customers thinking the interior design firm had gone out of business, the tide has turned.

"Yes, now I can definitely say this was a good move for us," said Alex Rogers, co-owner of J. Covington.

Rogers owns J. Covington with his mother, Jane "Cubby" Derby, a well-known interior designer in New England and throughout the United States.

"In order for our business to grow," Rogers said, "we had to have the space and now we also have parking for our patrons. This matters."

J. Covington is featured with a home it designed on Lake Winnipesaukee in Wolfeboro in the current Home Accent magazine. The 1880 farm house sits on 15 hilltop acres. The project took three years from start to finish. In the June issue of Home Accent, J. Covington was named one of 50 businesses in the U.S. to receive the Rising Retail Star award.

The growing success did not come easy.

"During last fall and winter, I would spend eight to 10 hours a day, seven days a week, designing and improving our Web sites," Rogers said. "It took about a year, but now it's incredible and is bringing customers in and making our store a destination."

The improved economy is also a factor.

"I am seeing new faces coming in," Rogers said. "People are coming in from Newburyport, Maine, Hampton, and beyond, and most because they found out about us on the Web."

The J. Covington Web sites are drawing around 1,000 hits a week.

"Now, J. Covington is referenced on close to 1,000 other Web sites," Rogers said. "People go online to look for a style or a particular piece of furniture and they find us. It is what is helping to keep us going and bringing in more people."

For example, Rogers said if someone Googles needlepoint beach pillows, the first three hits refer the searcher to J. Covington. He has sold out of these pillows in the store, but more are available online.

"My online store increases the size of this store," Rogers said. "My virtual store carries all the lamps, pillows, Swedish pieces, etc., that I don't have room for in the store."

Rogers has also adapted his merchandise to better reflect the economy and needs of the Seacoast. "I am bringing in more modern pieces, fun items, antique mirrored furniture," Rogers said. "Items that are more contemporary and youthful."

Such does not mean, however, that J. Covington will not also offer its traditional antiques and classical French furniture and home accent pieces.

"With this larger physical space and the Web sites," Rogers said, "I can carry all these lines and appeal to a broader range of patrons. You have to accommodate more people in order to make the business succeed."

Another added business bonus is that J. Covington offers a free, one-hour, in-home consultation with Derby. One must call for appointment, but it is free if potential customers live within 15 minutes of Portsmouth.

"No job is too small," Rogers said. "Many of our clients are on a budget and they begin small. This is fine and a good way to build toward the desired end result. Even a set of new window drapes can dramatically change a room."

J. Covington offers more than 20,000 samples of fabrics, for furniture, window treatments and pillows.

"Another way we have managed to survive, successfully, in our business is to go to antiques shows," Rogers said. "I went to the Damariscotta, Maine, show and I will be going to the big antiques show in Hartford, Conn., in late October."

Rogers keeps his antiques in storage in Cape Neddick, Maine, and takes them on the road, which he said provides even more exposure.

"These shows and the Web sites means that some days I work with clients from California, Arkansas, Texas and Georgia," Rogers said. "This exposure is keeping us vital and in business."

Rogers likes to compare his Web sites to visiting Alice in Wonderland. "You never know what you will find," he said. "I've established some very good and workable relationships with clients from all over the country."

Through the middle of October, J. Covington is holding a storewide sale of 20 percent or more off on selected items, including its line of Busatti handmade linen from Tuscany and Dash & Albert roll-up rugs and some eclectic, whimsical French accent pillows.

"Our new French reproduction line is very appealing," Rogers said. "We're also now carrying more fun accessories for the home and office, too."

Rogers, who notes the months of hard work during the slow times, is optimistic about the future. He believes the impact of the new development on Portsmouth's Northern Tier will be a positive thing for his business.

"Clearly, we are now becoming a destination," Rogers said. "Our exposure through the antiques shows and online are bringing people in to see the shop and work with us. I am more than optimistic."

At a glance

Owners: Alex Rogers and Jane "Cubby" Derby

Address: 185 High St., corner of Deer Street, Portsmouth

Phone: 431-4222

Hours: 10 a.m. — 5 p.m. Monday — Saturday; Noon to 5 p.m., Sunday

Web: www.jcovington.com

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